TASK 2B CONSUMER
INSIGHTS REPORT
GIA QUYEN TRAN
SID: 45802483
1. Executive summary
The purpose of this report is to rely on online experiments that draw insights on the impact of
social media (i.e., Facebook posts) on consumer feedback and the results of media activity.
The report will focus primarily on Singh and Ang’s study (2021) with data from 285 males
and 290 females aged 18 to 25 living in Sydney, Australia. The data in this report includes
frequency, percent, mean values, independent samples t-test, and multiple regression. Status
solely is additionally positively correlated with brand attitude but only for men. In addition,
Purchase intent is positively correlated with Brand attitude and the Importance of owning a
luxury fragrance for both men and women. Nevertheless, the Importance of owning a luxury
fragrance is more influential in the respondent’s intent than Brand attitude.
The study aims to bring together implications to provide the right direction and support
developing an integrated marketing communications campaign for the Chanel brand.
Connotation includes increasing brand attitude and increasing purchase intent through
increased levels of Similarity, Brand familiarity, Status, Control. These variables can be
influenced by the way they communicate and advertise on Facebook.
2. Evaluation of the findings
In Singh and Ang’s study (2021), there were four experimental stimuli used in this
experiment. Before showing participants the stimuli, there were four weighted items:
participants’ satisfaction with the perfume brand they owned, the Importance of owning an
